INDUSTRIAL ANALYSIS ON COSMETIC INDUSTRY

Pratheeka, Pancahmi P. N. & Pavitra N. Naik

ST
1 year MBA, College of Management and Commerce, Srinivas University,
Mangalore, India.
Email: Pratheekaputhran23@gmail.com,panchamipn6@gmail.com,
pavitranaik93914@gmail.com

ABSTRACT
Bearing a long glowing heritage of cosmetic and beauty, aesthetic makeup products is being
used since olden days and nowadays it appear like a booming economy in India which would
be the largest cosmetic consuming country in a next few decades. While the demand of
beautifying substances are growing day by day, a large number of local as well as
international manufactures gradually extent their ranges and products in different provinces
of India. Since 1991 with the liberalization along with the crowing of many Indian women at
international beauty pageants, the cosmetic industry has come into the limelight in a bigger
way. Subsequently there has been a change in the cosmetic sector, Indian cosmetic industry
had rapid growth in the last couple of year, growing at a CAGR of around 7.5% between
2006 and 2008 .while this is due to the improving purchasing power and increasing fashion
consciousness, the industry is expected to maintain the growth momentum during the period
2009 -2012. In the Indian cosmetic industry both electronic as well as print media are playing
an important role in spreading awareness about the cosmetic products and developing
fashion consciousness among the India consumers. In this paper we study the update about
new cosmetic products, translating into the desire to purchase them. Additionally ,the
flourishing Indian fashion /film industry is fueling growth into the cosmetic industry in India
by making Indians to realize the importance of the cosmetics manufacture in India cater to
the domestic market but they are gradually establishing their footholds in overseas market. In
recent year, cosmetic manufactures in India have received order from overseas markets; for
example-Indian herbal cosmetic products have a tremendous demand in the international
market.
KEYWORDS: Beauty industry, market for cosmetics, Herbal product, Beauty product,
Fashion.
1. INTRODUCTION:
The cosmetics and personal care industry is one of the fastest growing consumer products
sectors in India with a strong potential for foreign companies. The personal care and
cosmetics sector in India has shown continued strong growth, with increasing shelf space in
retail stores and boutiques in India, stocking cosmetics from around the world. Size and
Growth Trends in the Domestic Industry the Indian cosmetics and beauty products segment
has been witnessing steady growth of late. It is primarily categorized into five major
categories - body care, face care, hair care, and hand care and colour cosmetics. Indian beauty
and personal care (BPC) industry is estimated to be worth USD 8 billion. India’s per capita
spend on beauty and personal care is it is growing in line with India’s GDP growth.The
Indian cosmetics and beauty products segment has been witnessing steady growth of late. It is
primarily categorized into five major categories - body care, face care, hair care, and hand
care and colour cosmetics. Indian beauty and personal care (BPC) industry is estimated to be
worth USD 8 billion. India’s per capita spend on beauty and personal care is it is growing in
line with India’s GDP growth.
2. OBJECTIVES OF STUDY:

 To analyze and forecast market size of the India cosmetics market, in terms of value.
 To define, classify and forecast the India cosmetics market on the basis of product type,
distribution channel and regional distribution.
 To scrutinize the detailed market segmentation and forecast the market size, in terms of
value, on the basis of region by segmenting India cosmetics market into four regions,
namely, North Region, West Region, East Region and South Region.
 To identify tailwinds and headwinds for the India cosmetics market.
 To examine competitive developments such as expansions, new product launches, supply
contracts, and mergers & acquisitions in the India cosmetics market.
 To evaluate competitor pricing, average market selling prices and trends in the India
cosmetics market.
 To strategically profile the leading players, which are involved in the supply of cosmetics
in India.

3. A BRIEF HISTORY OF THE BEAUTY INDUSTRY:

Historians can trace our use of beauty product and cosmetics back to 4,000 BC, and the
ancient Egyptians who used kohl to create dramatic eyes. Today, the worldwide beauty
industry which covers everything from hair and skin care to make-up is an estimated $425
billion industry. The history of the beauty industry is as diverse and colorful as the lipsticks
and nail polishes on display at your local make-up counter. Early beauty and
cosmetic regimes relied heavy upon natural ingredients, including berries, bugs, and charcoal
to create a variety of colors, and many products were used for more than one purpose, a
preview of today’s  makeup  multi-takers. Early beauty treatments also utilized the area’s
natural resources, locally sourcing natural ingredients for scrubs, pastes, and exfoliate. This
pattern of using local, natural ingredients is an ongoing trend throughout the history of the
beauty industry.

In the late 19th and early 20th century, the beauty industry became an important and viable
career path for women, especially African-American women, who created products designed
specifically for differently textured hair. Madame CJ Walker and Marjorie Joyner were two
African -American entrepreneurs who used their expertise to create a new standard of beauty
for their communities. During the “roaring 20’s” the beauty industry took off in leaps and
bounds. In New York, Elizabeth Arden opened her signature salon and began offering “make
over’s” to her clients. On the west coast, Max Factor created the first foundation for film
stars, and Greta Gabo ushered in the era of sophisticated eyebrows and the need for eyebrow
pencils and mascara was born. During the war, the beauty industry took a practical turn, with
focus and emphasis on creating sunscreen for soldiers. The basics of sun protection can now
be found in a number of different beauty products and is a cornerstone for most facial
cosmetics.

In the 1960’s women went “mad” for mod, mirroring the wide-eyed, matte look of
supermodel Twiggy, while the 1970’s brought a more natural look to women’s beauty
choices. Everything was bigger in the 1980’s, and more complicated hairstyles and treatments
brought stylists to the forefront of the beauty industry. The 1980’s and early 1990’s were also
the era of the “Super Model”, with women everywhere trying to recreate the iconic looks of
Linda, Cindy, and Naomi. The 1990’s saw a return to a more natural look, with pop culture
influences like Grunge and hip-hop dictating beauty trends. Towards the end of the decade,
deep, dark lips, nails, and eyes were in vogue- and in Vogue.

Today, the beauty industry has returned to its roots, with science based products doing double
and triples duty. Women not only want to look beautiful they want their makeup and hair care
products to benefit them as well. Beauty balms, correction creams, intensive serums, and
anti-aging formulas are designed to showcase a woman’s beauty, correct any flaws or
imperfections, and help her shine both inside and out.

4. PROCESSES OF MAKING TYPE OF COSMETIC :

When you think of the different types of manufacturing does your mind wonder to images of

endless assembly lines in factories? Or maybe Greasy and oily overalls being worn by dirtier
mechanics tolling away on some complex machine? You’d be mostly right. However, these
jobs are just the tip of the iceberg for the different manufacturing types of businesses that
exist. A lot of us, even experts working in the field, either have misconceptions or a difficult
time categorizing them in this industry. Food manufacturing, textile product mills, apparel
manufacturing, wood product manufacturing, chemical manufacturing and computer and
electronics product manufacturing. These are just a few sub-sectors that exist within the
manufacturing industry — all implementing their own manufacturing process.  These
processes are made easier to follow and understand with the use of cloud-
based manufacturing software that allows its users to have more free time crafting their
products.  But, before we give you the five types of manufacturing processes, let’s first take a
look into what is a manufacturing process. A manufacturing process is the way a business
will establish how it will produce its products for its customers. When a company begins
manufacturing a product the process will be determined by factors such as consumer demand
of products, the manufacturing technique of how a final product is completed (is it assembled
by various components, involve raw material or chemicals?) and the available resources at
the company's disposal.   Each process is different, and all have their advantages when
completing a certain task. For example, manufacturing in batches can be done in bulk, in a
continuous stream of products, or smaller batches to meet customer demand and minimize
waste. If you are a manufacturer you should be aware of the five manufacturing processes to
figure out which is most beneficial to be implemented by your company.  

5. CHARACTERISTICS
5.1 No Side Effects
In line with the U.S. Food and Drug Administration's objective to ensure that foods and
cosmetics are safe and properly labeled, most cosmetics manufacturers ensure stringent
quality procedures in the production process. One of the objectives of reputable cosmetics
manufacturers is to ensure that products have no side effects. The seemingly insatiable
market for cosmetic products has driven some unscrupulous businesses to resort to
technology that can meet the demand, often with spurious imitations of established brands.
Fake products deliberately made for a quick dollar can have adverse effects on users, so one
of the objectives of responsible retailers is to screen out harmful knock-offs.
5.2 Offer Beauty Solutions
The cosmetics industry recognizes the unique needs for individual customers and churns out
a v ariety of niche products, including make-up, perfumes, deodorants, nail polish, lipstick,
hair dyes, and even contact lenses. Since not all products will work for everyone, cosmetic
businesses attempt to solve people's problems with brands that offer specific therapies and
cosmetic solutions. Customers seek variety, so part of the industry's objective is to offer a
product range in each niche to fit various clients' needs.
5.3 Reach Target Markets
To maintain competitiveness, the cosmetics industry's brands have to saturate the market and
be part of people’s lives. Apart from typical marketing tactics such as quality packaging,
wide product ranges, and reasonable price-points, manufacturers and retailers in the industry
have to develop strategies and techniques to gain entry into new target markets and maintain
their loyal base. Some of the strategies include support for fashion shows and for modeling
agencies, who reciprocate with free promotion and spearheading the industry's products.
5.4 Innovation
By monitoring market trends to gauge consumer behavior, the cosmetics industry delivers
products that consumers need and want. Part of the industry's success is innovation --
devising better solutions that meet new customer requirements via new products and their
derivatives as a catalyst for future markets. Innovation can only be achieved through
meticulous research and good relations between the industry and consumers.
6. MAIN OBJECT OF COSMETICS COMPANY
To carry on business as manufacturer and dealers in all kinds of proprietary products, hair,
skin, nail and other beauty preparations, deodorants, aerosol and pumps-pray products, baby
products, petroleum and mineral oil products, chemicals, acids and alkalis, all kinds of
 perfumery and other compound, preparations, materials and products, bath products, care
products, cotton swabs, family planning appliances, hair dyes, pigments, varnishes, essential,
oils, detergents, insecticides, oil, oleaginous, vaporaceous, saponaceous substances,
preparations, aids and accessories of every description whether medicated, antiseptic or not,
unguents, ingredients or accessories of every description whether medicated, antiseptic or
not, unguents, ingredients, or accessories thereof and other materials, or things capable of
being used in connection with such manner, factor or business.
1. To carry on business of manufacturing and dealers in all kinds of raw and finished
cosmetics, perfumes and essences, dentifrices, lotions, extracts, greases, creams, salve,
ointments, pomades, powders, unguents, eau de cologne, toilet requisites and preparations,
cleansing compounds.
2. To carry on business of manufacturing and dealers in all types of packing materials,
containers, receptacles, boxes, cartons, cases, drums, cages, bins, jars, carboys tubes crates,
packing cases, cans, bottles, vials and fittings therefore of every kind and to manufacture and
deal in paper, plastic, Bakelite, celluloid, glass, wood, ply-wood, hardboard, strawboard and
boards of all other description and any other material whether chemically treated or not, used
f or the manufacture of any of the aforesaid articles.
To carry on the business as manufacturers and dealers in cosmetics, pharmaceuticals,
paints, and other products in the form of aerosol, to undertake production of raw materials
and components such as propellants, valves, containers, bottles etc. required for
manufacture or aerosol, to undertake such ancillary activities or to procure from the marker
service for plastics coating of bottles, printing of bottles etc, required for manufacture of
aerosol

Sales Overview of Cosmetics Products Market:

The global cosmetic products market was valued at USD 532.43 billion in 2017, and
is expected to reach a market value of USD 805.61 billion by 2023, registering a
CAGR of 7.14% during 2018-2023. The scope of the report is limited to various
products, like hair care, skin care, oral care, color cosmetic, fragrances, soaps and
shower gels, and sun care products. The study also emphasizes on various
distribution channels, such as direct selling, supermarkets, specialty stores,
pharmacies, and salons. The cosmetics or beauty products industry, globally, is one
sector which remains impervious to the ups and downs. Overall sales are affected in
the event of an economic downturn. However, one can count on the sales of
cosmetics to maintain a certain volume overall. This is because of continuing and
growing usage of products by women, and increasingly by men across the world.
Aging Population is the Major Driver for the Market Over the past two decades,
declining fertility and mortality rates have resulted in a rise in the aging population,
globally. Strong desire among men and women to retain youthful appearances has
groomed and nurtured the cosmetics industry, worldwide. Rapidly aging
demographics has led to a robust demand for anti-aging products in order to prevent
wrinkles, age spots, dry skin, uneven skin tone, and even hair damages, creating
room for new innovations in cosmetics, thus boosting the industry growth. By 2050,
the population over 60 years of age is expected to reach 2.09 billion. The life
expectancy for women is predicted to rise from 82.8 years in 2005 to 86.3 years in
2050. Whereas for men, the expected increase for men in the corresponding period
is from 78.4 to 83.6 years. Notably, the share of elderly people for cosmetic products
is on rise’s-commerce as a Distribution Channel is Expected to Grow Rapidly
Smartphone shipments increased to 1.53 billion in 2017, and is expected to grow till
the end of the forecast period, thus increasing the e-commerce market. Cosmetic
products, such as skin care, hair care, and fragrances are the most-sold products
online. Thus, companies are increasingly focusing on online marketing campaigns
that can increase their revenues with low investments. The market is witnessing a
trend of multinational companies setting up websites and brand-specific Face book
accounts and Twitter profiles, in order to address the local taste. This sector is
gaining prominence with the different products being available ‘only on online’.
Middle East and African Region is Expected to Grow with the Highest Carted market
is expected to gain prominence in the MEA countries, such as UAE, Saudi Arabia,
and Israel. According to a recent survey, 21% of the people in this region admit to
spending between AED 362 and AED 732 per month on health and beauty products,
including the cost for maintaining hair and nails, and for hair removals, massages,
and gym memberships, while a further 6.2% spend between AED 728 and AED
1125 to keep themselves looking appeasing.UAE is a country with a high GDP per
capita (USD 40,444 in 2012), and an administration which is modern, and yet has
further growth to witness regarding women at workplace. As more women join the
workplace, the need to look good, as well as purchase cosmetics has increased, and
not just based on one’s preference. Furthermore, an increased influx of tourists has
boosted cosmetic sales in the country.

Figure 1: showing world sales in cosmetic market

Future of cosmetic industry

The beauty industry has seen enormous innovation and entrepreneurship
in the last several years. Countless new brands have been created and an
endless array of new ingredients have been developed. But one thing that
has changed in almost every other sector of retail has not yet disrupted the
beauty industry: beauty products are still sold primarily as they always have
been, in stores. Sure, there are replenishment sales on Amazon,
and Glossier has an exceptional online business, and there are some other
sites selling beauty direct-to-consumer as well. But for the most part, the
traditional mode of going to a store to try out a product in order to learn
about it still dominates. Unlike many other types of retail, online
purchasing of new products has not caught on in the beauty business yet.
Industry experts will tell you it’s because it’s hard to see if a product works
for you without using it yourself first and that’s stores’ big advantage.
Beauty products are particular to each user so it’s among the last industries
to adapt to online.

That’s starting to change. The latest crop of new brands are taking a
different approach to developing their businesses. They are focusing much
more on selling direct-to-consumer and less on selling in retail stores.
Although they haven’t eliminated traditional retail completely, they are
doing it more strategically either to build awareness or to generate revenue
to get to scale faster.  What we’ve seen in other sectors of retail is that the
companies that are founded to include selling direct-to-consumer in their
structure, what’s now called “digitally native,” are the ones who are able to
disrupt legacy retail store selling.

The development of these direct-to-consumer businesses are an important

sign of change in retail for beauty and a challenge to established retail
channels. Elizabeth Kopelman of Frisson Beauty points out that these
changes are “powered by [artificial intelligence] which is driving
personalization…[while] sampling, loyalty/rewards, cross- and up-selling
[and] promotions are all key to successful direct-to-consumer [sales).

There are numerous challenges for a beauty brand to sell directly to

consumers without involving a retailer. The biggest challenge is getting
consumers to be aware of and interested in the brand without spending all
your investors’ money. The way these new brands do it is by identifying a
market that has been overlooked or taken for granted by larger, more
established companies, targeting their promotion at consumers whose
needs haven’t been addressed. Those consumers are very receptive to the
brand’s entreaties because the messaging is focused on what they’ve been
looking for.

Key benefits of cosmetic

Position
The impulse to look our best is age-old. The use of cosmetics is not a need created
by the cosmetic industry but something that has arisen spontaneously in many
cultures. The reason for their popularity is the important physiological and
psychological benefit they impart to the user.
The benefits of cosmetics and toiletries are many and Cosmetic Scientists are skilled
at developing products to meet these needs.

• Skin condition can be improved by application of preventative and treatment

cosmetics. This includes moisturisation, tone, wrinkle and blemish reduction
associated with skin ageing.

• Symptoms of acne can be reduced.

• Skin can be protected from sun damage by appropriate use of sunscreen products.

• Antiperspirants and Deodorants are effective in reducing perspiration and body

odors’.

• Skin Fragrance can be used to elicit strong positive emotion.

• Hair can be cleaned with shampoo conditioned and treated to enhance its
appearance.

• Shaded Products – colour cosmetics such as foundation, lipstick, eye, nail and lip
products are used to enhance the appearance.

• Dental products, such as toothpaste and oral washes work to clean and reduce
odors.
• Soaps cleanse the skin and help to reduce bacteria.

Cosmetics impart benefits to an individual. Apart from the more often cited
physiological benefits there are very real psychological and social benefits to be
gained from the use of cosmetics. It is these benefits that ensure cosmetic products
are, and will remain, an integral part of life.

Overview
A number of studies (1, 2, 3) have shown that using cosmetics to improve one’s
appearance results in positive effects on perception by others. When we first
encounter other people, their physical characteristics represent a salient source of
information. People use this information to judge what the individual is like. This first
impression is often important. Evidence has shown that people assign valuable
social characteristics to those well endowed with physical attractiveness, conforming
to the “what is beautiful is good” stereotype. This can be extended to “what is made
beautiful is good”. Studies have shown that people of average attractiveness who
use cosmetics can gain the advantages of positive personality attributes (13, 14).

Being physically attractive (whether through the use of cosmetics or otherwise) has
other practical benefits. It is widely believed that attractive people are more likely to
be hired, are offered higher salaries and are expected to be more competent than
the physically unattractive. The unattractive employee is more likely to receive
resistance when attempting to motivate, influence and elicit the cooperation of
others. They are less likely to marry into a higher social class and more likely to be
convicted in a court situation. Such differential treatment can affect personality
development. It has been asserted that attractive people may actually possess
greater interpersonal skills in relating to others with confidence, assertiveness and
relationship building effectiveness.

Apart from making us more attractive, cosmetics enable us to project a certain

image. The way in which we carry ourselves, care for ourselves and apply cosmetics
can tell others how we want to be regarded.

The use of cosmetics to improve our appearance can affect our self-perception.
When we feel good, our self-esteem increases and our performance improves which
favourably affects what others think of us, and how they behave towards us. In the
same way, negative feelings about our appearance can trigger self-doubt that leads
to lower self-esteem, confidence and performance.

Each group of cosmetics can impart specific physiological and psychological benefit
to the user. SHADED PRODUCTS (pigmented foundations, lipsticks, eye shadows,
blushers etc.), apart from making the wearer look and feel more attractive, can have
a psychologically therapeutic effect.

MOISTURISERS can induce a smoother feel and appearance to the skin and reduce
the flaking associated with dryness. Certainly, the maintenance of a normally
hydrated skin is a very tangible physiological benefit.

SUNSCREENS impart both physiological and psychological benefit. They help

protect the skin from wrinkling, premature aging effects in general and skin cancer by
screening out harmful ultraviolet rays. They also allow the wearer to build up a
controlled tan if they so wish, which in our society represents vitality, health and
attractiveness. There is a growing awareness (4) that tanning, even with the
appropriate use of sunscreens, may still carry some risk of damage from ultraviolet
rays.

The benefits of ANTIPERSPIRANTS and DEODORANTS are both physiologically

and psychologically useful (5). Feelings of social inferiority, guilt or shame may be
provoked by perspiration and body odour.

Because feelings predominate in matters of smell, the wearing of PERFUME

enables a woman to create an image or set a mood. The same applies to after shave
for men. Seldom are people emotionally neutral towards a fragrance (6).

Certain HAIRCARE PRODUCTS have obvious physiological benefit. Anti-dandruff

preparations fit into this category as do shampoos. Shampoos remove the lipids from
the hair which, when they accumulate, make the scalp feel itchy and uncomfortable.
Conditioners, perms and hair colours improve the overall aesthetics of the hair and
allow the individual to convey different messages. For example, certain hairstyles
and colours maximise credibility in the workplace.

DENTAL CARE has both physiological and psychological benefit. Teeth cleaning
removes dental plaque and helps inhibit dental caries. The use of fluoride has
dramatically reduced dental problems (18). Increasing professional dental hygiene
and cosmetic dentistry is improving dental health.
In summary, cosmetics impart very important benefits to an individual. Apart from the
more often cited physiological benefits there are very real psychological and social
benefits to be gained from the use of cosmetics. It is these benefits that ensure
cosmetic products are, and will remain, an integral part of life.

COSMETIC AND TOILETRIES

SKIN
Skin Aging is a complex process associated with dramatic and significant changes in
both skin structure and its chemistry. It is a natural consequence of chronological
aging (simply getting older) and is accelerated by external insults, such as excessive
UV irradiation from sun exposure which leads to photoaging (premature skin aging)
(9). The clinical changes to skin associated with photo aging are age spots (freckles
or ephelides, solar lenities and solar Kerasotes), skin dryness, wrinkles and a
general loss of skin elasticity, softness, smoothness and firmness. Similar changes
in chronologically aged skin (non-UV exposed skin) can also occur but skin atrophy
(skin thinning) plays a more important role. Reductions in endogenous hormone
(estrogen) levels can also contribute to the chronological aging process during
menopause. Optically, the skin lacks radiance, luminosity and takes on certain
dullness. Makeup can help improve the quality of life in elderly woman by providing
the appearance of smooth, even –toned skin, in turn improving their emotional well
being. One example targeting this psychological effect is makeup therapy, which is
being used more often in hospitals and nursing homes. There is a programmer of
“Look Good- Feel Better” (10) supported by the Cosmetic industry that has assisted
many cancer patients. Lifestyle factors diseases (e.g. diabetes) and the effect of
gravity also further exacerbate the changes in appearance associated with aging.
What has been known intuitively is that wearing the right makeup leads to brain
improved.

Skin moisturisation is essential to support key enzyme activity in the skin. Water is
critical for maintaining skin aesthetics. The stratum corneal needs to maintain a
hydration level of more than 10% to prevent it from becoming brittle and cracked.
With inadequate moisture content, the skin can appear dull and less radiant: a
problem of both young and old. Scaling is a key symptom, with skin whitening also
occurring especially around the dermatoglyphics (micro textural lines).

ANTIPERSPIRANT AND DEODORANT

Consumers want to control perspiration and, more importantly, the resultant body
odors problems. Both are perceived negatively, especially the latter. Perspiration is a
natural process and is part of the body’s cooling mechanism, occurring over the
whole of the body. Malodor problems however, occur primarily under the arms. Due
to the unique environment of the underarm, bacteria flourish especially around the
openings of the glands. Some of these bacteria, such as Cornynebacteria, can
transform non-odorous lipids in the porcine-sebaceous lipid mixture to malodorous
substances such as volatile fatty acids and steroids. The bacteria induce the malodor
as our bodies provide them with both water and food. There are three primary
options to control the problem. One is to reduce the secretion of the watery sweat by
antiperspirancy, typically using a chlorohydrate derivate. It is thought that a “physical
occlusive plug” is formed in the outer layers of the skin at the opening of the sweat
duct and as a consequence the secretion of echini sweat is blocked. The second
route is to address body odors emanating from the surface of the skin by
deodorants. Deodorants are in general antimicrobial ingredients which reduce the
growth of, or metabolism of, resident skin micro flora. Fragrances obviously mask the
odors but some of them also act as biotransformation inhibitors reducing bacterial
metabolism of sweat components. Finally odors absorbents can reduce the body’s
malodor by physically binding the bacterially derived volatile malodourants.

SKIN FRAGRANCE
“Smell” is a sense of major interest to the cosmetics industry. We make judgments’
about what we smell, where odors certainly influences the proximity of our
relationships with others. Body odors’ tell us a lot about a person’s disposition. The
ability to smell is one of our most primal senses. Fragrances are used to mask and
combine with our body odors’ and give us a sense of pleasure and sensuality. Smell
arises only from molecules that are small enough to be volatile and be slightly water
soluble so that they can reach the nasal cavity and the receptors. Humans can
detect up to approximately 10,000 different smells but our ability to differentiate
those is affected by many factors, including age and physiology. Sensory information
from the olfactory bulb is dispatched to two different locations within the brain.

The first location is the limbic cortex deep within the middle of the brain, responsible
for our emotions, moods, feelings, sexual arousal and long term memory retrieval.
The limbic cortex is very closely connected to the pre-frontal lobes, which are
responsible for our creativity and imagination. Both these areas, the pre-frontal lobes
and limbic cortex, play a very important role in our motivations, and thus behavior.
The second area that olfactory signals are sent to is the hypothalamus which is
responsible for the restoration of the physical metabolism through balancing
hormones, blood sugar and regulating temperature. In women, the hypothalamus
synchronizes.

Any fragrance creation will not be deemed novel without reference to the acceptance
of peers and customers. Commercial success rather than the beauty of the product
itself is the criteria by which any odour is deemed novel in the fragrance industry.
Hence skin fragrances merge the disciplines of human physiology, cognitive science,
aromatic chemistry, psychology and marketing. Over the years, perfume was
considered a thing of luxury and opulence. Evidence now shows that there is a
psychological.
HAIR
Hair is subjected to a number of natural factors and repeated treatments that cause
changes in its structure. Some changes are due to environmental effects (sunlight,
atmospheric pollution, wind, seawater and pool water) and lead to roughened hair
surface and deterioration of the mechanical resistance of hair. Shampooing, coupled
with rubbing, towel drying, blow –drying, brushing and combing all contribute to
cuticle abrasion or erosion leading to disruption of the smooth surface, increased
inter-fiber friction, reduced gloss and a rough dry feeling to the hair. Hair grooming
further contributes to hair damage as the result of tension on the layers of cuticle
cells from curling and straightening, leading to hair breakage. A major contributor to
hair trauma is chemical treatments (coloring, peering, bleaching) not only because of
mechanical damages but also of the high alkalinity and reactive nature of the
chemical involved. As the physiochemical properties of the hair are altered, the
structures of the hair fibres are affected and as a consequence, the hair becomes
more fragile. Scalp skin condition might also be affected negatively. The appearance
of the hair can be improved by the application of active ingredients which repair
and/or protect the hair fibre. Some ingredients will also contribute to better scalp skin
condition.

SHADED PRODUCTS
These products include pigmented foundations, lipsticks, eye shadows, blushers,
mascaras.

The use of these products can assist to emphasize facial features and highlight a
different look to make the wearer more attractive and/or or noticeable. Studies have
shown that people assign valuable social characteristics to those who appear well
endowed with physical attractiveness. It has been found that elderly women (12) who
feel beautiful are less likely to retreat into isolation and are more likely to maintain
healthy and active relationships with friends. The idea of “what is beautiful is good”
could be extended to “what is made beautiful is good”. In this way, those of average
attractiveness who make the effort to use cosmetics/toiletries can gain the
advantage.

Everyday dental care is usually performed in modern society with the aid of a
toothbrush and toothpaste. Mouthwashes are also commonly used as are some
teeth whitening products. Dental care has both physiological and psychological
benefits. A tooth cleaning removes dental plaque, and can inhibit tartar
formation/dental caries. Mouthwashes can usefully supplement toothpaste by
penetrating into the interdentally spaces and antimicrobial agents can protect against
peritonitis. Modern dental procedures including tooth implants, tooth whitening.

SOAPS
cleansing lotions and soaps remove surface grime and oil from the skin surface.
Cleansers are generally more suitable for the face as they have a low irritation factor
while effectively removing skin sebum. Soaps are generally used for all-over body
cleanliness. Soap as defined in the Macquarie dictionary states (1) a substance used
for washing and cleaning purposes, usually made by treating fat with an alkali as
sodium or potassium hydroxide (known as saponification), and consisting of the
sodium or potassium salts of the acids contained in the fat. (2) any metallic salt of an
acid.

CONCLUSION
It is generally accepted that effective cosmetic products can positively influence well
being. However, both from a scientific and a marketing point of view it has become
obvious in recent years that a consumer’s decision to buy, use and repurchase a
personal care product is to a large extent based on subconscious factors, with a high
involvement of emotional reaction.

While the current scientific thinking on many of these chemicals is that they are safe
to use, it is up to each consumer to make their own decision as to whether they
purchase and use a product containing certain ingredients or not. Consumers should
also try to purchase reputable brands from established sellers—cheap imports or
copies bought online may not have been through the proper testing and assessment
process and may not contain what they claim to.

In our pursuit of beauty, it is wise to remember that cosmetics can be complex

combinations of chemicals. Achieving even a basic understanding of the long
chemical names on a product ingredient list—what they are and what they do—can
go a long way to helping consumers make informed decisions about the products
they choose to use—certainly helpful when putting on your best face.